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Keywords: self-congruence theory
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Journal Articles
Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports specific consumption context
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International Journal of Sports Marketing and Sponsorship (2014) 15 (4): 26–39.
Published: 01 April 2014
... empirical results support the proposed framework which shows that self-congruence based consumers' orientation towards sports and brand personality is positively associated with sponsorship outcomes. Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports...
